10 January 2017
Tourism Australia today announced that its signature event for promoting Australia as a world-class incentive destination, Dreamtime, will be held in Brisbane, Queensland for the first time ever.
As part of the Dreamtime program, Australian industry will have the opportunity to meet and do business with qualified buyers from key markets including Greater China, Singapore, Malaysia, Indonesia, India, New Zealand, USA and the United Kingdom during business sessions – helping to secure future incentive business for Australia.
Tourism Australia Managing Director John O’Sullivan said Dreamtime has a strong track record in driving real business outcomes for the Australian business events industry.
“Dreamtime is Australia’s largest business events showcase, and taking the event to Brisbane is an exciting development for a city that is continuing to raise its profile internationally as an ideal incentive destination,” Mr O’Sullivan said.
“The event has proven its value to the Australian business events industry, producing solid results in raising the Australia’s profile internationally and developing new business, with a survey of those who took part in the Dreamtime 2015 event so far confirming it generated over 60 incentive business leads worth AUD40 million.
“Dreamtime is unquestionably the perfect platform to showcase our country’s outstanding products and experiences whilst also demonstrating our industry’s event delivery capabilities to buyers and media from around the world,” Mr O’Sullivan said.
Brisbane Lord Mayor Graham Quirk said he was delighted Tourism Australia had decided to bring Dreamtime to Brisbane for the first time next year.
“Hosting Dreamtime again demonstrates our New World City’s ability to attract key business events,” Cr Quirk said.
“Dreamtime gives us the opportunity to showcase our vibrant hotels, venues, team-building offerings and leisure experiences to key global incentive decision-makers, who are responsible for bringing in large groups that support our tourism industry and broader visitor economy,” said Cr Quirk.
Brisbane Marketing’s Convention Bureau General Manager Rob Nelson said the bureau was proud to work with Tourism Australia to bring Dreamtime to the city.
“Having been successful for a number of years in the highly competitive association conference sector, we want to increase awareness of Brisbane’s remarkable incentive products and experiences. I think the buyers and media attending Dreamtime will be pleasantly surprised and inspired by what Brisbane and our surrounding region have to offer,” Mr Nelson said.
The Dreamtime program also includes a destination showcase, dedicated media event and networking opportunities to allow the maximum engagement between Australian industry and international business events buyers.
Dreamtime 2017 will be held from 3 to 6 December in Brisbane, with international buyers and media then continuing on educational visits to other Australian destinations.
Key Facts – Dreamtime 2015
95 hosted buyers and 21 media attended the Dreamtime 2015 event
94 per cent of buyers indicated they were either ‘satisfied’ or ‘very satisfied’ with the Dreamtime program
95 per cent of buyers stated they were more likely to send business to Australia as a result of attending Dreamtime
More than 150 pieces of media coverage were generated for Australia, with an estimated reach of 23 million people.
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